Coca-Cola's is currently under fire after their latest advertisement was labeled "racist and offensive" by indigenous rights' advocates. Coke's controversial ad was part of a broader #AbreTuCorazon or "open your heart" campaign of the company.
The Coke racist ad, which has been pulled, featured a small Mexican community where many speak an indigenous language called Mixe, which is largely spoken in the Mexican state of Oaxaca's eastern mountains.
"This Christmas a group of young people decided to give something very special to the indigenous community of Totontepec [Villa] de Morelos in Oaxaca. You, too, open your heart," Coca-Cola said in the ad.
Unfortunately, Coke's racist ad has sparked protests from health and indigenous rights' activists. While the ad seemed to be an effort to address prejudice against those who speak indigenous languages in Mexico, many reportedly viewed as an act of colonialism.
"It's outrageous for the indigenous," Consumer Power spokesperson Diana Turner said, as per NZ Herald. While a Twitter user said, "White Mexicans can help. Give them back their land instead of a #CocaCola and stop the repression."
"Pathetic. In this ad spoiled white youth give #CocaCola to poor Mexicans," another user wrote. Then one added, "So.... It's basically hipster colonialism ........#AbreTuCorazon."
Obesity and diabetes rates has sharply climbed in Mexico, especially among indigenous people. That's why, the Alliance for Food Health called on the National Council to Prevent Discrimination to pull Coke's racist ad campaign immediately. According to The Guardian, the alliance, which is a coalition of consumer rights and health groups, said the ad was an attack on the dignity of indigenous people. It was also a contributing factor to their deteriorating health since the nation is a major consumer of soda and other sugared drinks.
Following the criticisms on the campaign, the ad, which was publicly posted on a Coca-Cola YouTube channel until Tuesday night, was removed. However, it continued to appear elsewhere through third-party postings. And still, the ad continued to attract several critical comments.
"Coca-Cola is working on some genius colonial branding in Mexico with its out-of-touch, racist #AbreTuCorazon campaign," one critic said. And another added, "Why don't you have the people of Oaxaca taking their culture to other countries?"
Despite the harsh comments, Coca-Cola responded by saying the company respected the critics' thoughts.
"We appreciated you sharing your concerns," Coke said, as Huffington Post quoted. "We will be sure to pass along your comments."
Meanwhile, the Coke racist ad also came at a very unfortunate time for Coca-Cola. The same day the Mexican ad drew criticism, reports emerged that Coca-Cola was involved in a controversial funding of an anti-obesity nonprofit, Global Energy Balance Network. Due to the reproaches, the company's Chief Science Officer Rhona Applebaum announced her retirement and the company underwent transition.
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